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How to Create an SEO Content Strategy (Follow the Ahrefs’ Framework)

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How to Create an SEO Content Strategy (Follow the Ahrefs' Framework)

SEO content is content designed to rank on search engines. So an SEO content strategy is your plan on how you’ll use that content to support your business goals.

At Ahrefs, SEO-driven content marketing is our main marketing type. And it’s been hugely successful for us, helping us grow our ARR consistently over the years.

This is a guide on how we’ve done it. Hopefully, you’ll be able to use our SEO content strategy as inspiration to create your own. 

The Ahrefs’ SEO content strategy

Our SEO content strategy can be summarized into one sentence:

We create and maintain high-quality, search-focused content about topics with business potential, search traffic potential, and ranking potential.

We’ve carefully crafted this sentence. Each word has earned its way in. If you remove any one of them, everything falls apart.

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Let’s look at how our content strategy works. 

1. Find topics with search traffic potential

The goal of creating SEO content is to rank high on Google. That means you’ll need to target topics your potential customers are searching for. 

Here’s the quickest way to find keywords with search traffic potential:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a few broad keywords related to your site or niche (for e.g., we can look for keywords like marketing, seo, keyword, and keywords for our blog)
  3. Go to the Matching terms report
  4. Filter for keywords with Traffic Potential (TP)
The Matching terms report, via Ahrefs' Keywords Explorer

From here, you’ll want to eyeball the report to find keywords your potential customers are searching for.

Sidenote.

Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many keywords and not just one, Traffic Potential is a more reliable estimate than search volume.

PRO TIP

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If your competitor is getting a lot of search traffic and it’s not from branded keywords, chances are you could target those keywords too. 

Here’s how to find them:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Top pages report

This report shows you a website’s top pages by estimated organic traffic and the keyword sending the most traffic to each page. So using our blog as an example, we can potentially analyze moz.com:

The Top pages report for moz.com, via Ahrefs' Site Explorer

Learn more: Keyword Research: The Beginner’s Guide by Ahrefs 

2. Check their business value

A keyword’s business value, or business potential, is how easy it will be to pitch your product while covering a given keyword.

For example, if you own an online store selling coffee equipment, it’ll be much easier to pitch your own product for a topic like best coffee machines versus why does coffee make me sleepy. 

The keywords with higher business potential are the ones you should prioritize in your SEO content strategy. 

Here’s a cheat sheet for scoring the “business potential” of keywords:

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A table showing how to score a topic's business potential

Scoring a keyword depends on how valuable it is for your business. So there’s no right way of scoring it—a “3” for you may be a “1” for others. 

3. Analyze ranking potential

Due to a variety of reasons, some keywords are harder to rank than others. So while that doesn’t mean you completely avoid difficult keywords (especially if they have business value), you should take ranking difficulty into account when targeting them.

At Ahrefs, ranking potential means it’s viable for us to rank in the top three with our available resources.

But how do we know we’ll be able to rank in the top three? We do this by assessing four things.

Backlinks

Backlinks are one of Google’s top ranking factors. It has even said this itself

Which means that the more high-quality backlinks the current top-ranking pages have, the harder it’ll be to compete with them.

To see roughly how many backlinks you’ll need to rank in the top 10 search results, check the Keyword Difficulty (KD) score in Ahrefs’ Keywords Explorer. For example, if we want to rank for the keyword how to make kimchi, it’s estimated that we’ll need backlinks from ~77 websites.

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The Keyword Difficulty for the topic "how to make kimchi," via Ahrefs' Keywords Explorer

For a more thorough assessment, scroll to the SERP overview and check the Domains column to see the number of linking websites to each page.

The SERP overview for "how to make kimchi," via Ahrefs' Keywords Explorer

These numbers, however, only tell you about the quantity of backlinks. Quality matters too. So to understand link quality, you’ll need to review each page’s backlink profile. You can do this by clicking the number in the Backlinks column.

The Backlinks report, via Ahrefs' Site Explorer

Learn more: How to Do a Basic Backlink Audit (In Under 30 Minutes) 

Authority

Google representatives have said that Google doesn’t evaluate a site’s authority. Still, many SEOs believe that authoritative websites have an easier time ranking on Google and, thus, typically take a website authority metric—e.g., Domain Rating (DR)—into account when assessing ranking difficulty. 

The skepticism arises because SEOs believe that even if Google doesn’t have an internal website authority metric, website authority can still impact rankings:

  1. High-DR sites tend to have more high-authority pages (from backlinks) and, thus, internal links from those pages may help other pages rank higher.
  2. Searchers prefer seeing trusted brands for some queries.

If you think this makes sense and want to evaluate website authority, then you can check the top-ranking pages’ DR scores in the SERP overview section in Keywords Explorer

The Domain Rating for the top-ranking pages for the query "how to make kimchi," via Ahrefs' Keywords Explorer

If they are all much higher than your own DR, you may want to prioritize other keywords.

Search intent

Google knows why searchers are looking for a particular query and gives them what they want to see. 

For example, Google knows people looking for how to make kimchi want to learn how to make the Korean fermented dish. So the SERPs are—as expected—mostly how-to guides:

The search intent for "how to make kimchi"

To analyze each keyword’s search intent, Google your target keyword and analyze the SERPs for the three Cs:

  1. Content type – Are they blog posts, landing pages, product pages, or something else?
  2. Content format – Are they listicles, how-tos, recipes, tools, or something else?
  3. Content angle – Is there a dominant selling point, like how easy it is?

You’ll want to make sure you’re able to fulfill the search intent for the keywords you want to target. For example, if the SERPs require you to build a free backlink tool—like backlink checker—and you don’t have the capability to do so (such as a huge links database), chances are you’re not going to be able to compete for that keyword.

The SERP overview for "backlink checker," via Ahrefs' Keywords Explorer

Learn more: What Is Search Intent? A Complete Guide for Beginners 

Quality

If someone is testing 47 air purifiers just to create a blog post, chances are it’s going to be hard to beat them on content quality.

Wirecutter tested 47 different air purifiers to find the best

It’s no wonder they’re ranking #1 for a competitive query:

Wirecutter's page on best air purifier ranks number one for the keyword "best air purifier"

Therefore, to beat Wirecutter, you’ll likely have to review a similar number of air purifiers or do something unique and different. That will require a ton of time and resources. 

So for the keywords you’re targeting, you’ll want to make sure that beating the top-ranking pages on content quality is within your realm of possibility. 

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After reviewing your desired keywords for the four attributes, you can give them a “ranking potential” score:

How to score a keyword's ranking potential

Learn more: Keyword Difficulty: How to Estimate Your Chances to Rank 

4. Create high-quality, search-focused content

Finding keywords that have business potential, search traffic potential, and ranking potential is the core of our entire content strategy. 

It allows us to create content that not only ranks high on Google but also directly ties into our business goals. After all, there’s no point in generating a ton of organic traffic if people don’t buy. 

When we have a list of keywords that fulfill our criteria, it’s time to create content. Specifically, high-quality, search-focused content. 

Let’s break it down. 

Search-focused means content that matches search intent for its main target keyword. You would have already analyzed search intent during the process of evaluating ranking potential. All that’s left is to match it.

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For example, if you’re targeting the keyword how to drive traffic to your website, it’s likely you’ll have to create a listicle of the best ways to drive traffic. 

And that’s what we’ve done:

The SERP overview for "how to drive traffic to your website," via Ahrefs' Keywords Explorer

High-quality is subjective. Everyone’s definition will be different. At Ahrefs, we value content with R-E-A-C-H:

  • Real – Authentic and original. Brings something new to the table.
  • Experienced – Written by someone with topical knowledge and expertise.
  • Accurate – Facts backed up by trustworthy sources and opinions clearly expressed.
  • Clear – Explained well without fluff or jargon. Illustrations where needed.
  • Helpful – Truly solves the problem at hand. Not just words for the sake of words.

We try, as much as possible, to make sure all content we produce matches these criteria. (Do you think this post matches R-E-A-C-H? 😄)

If you’re looking for the exact step-by-step process on how we create SEO content, I recommend reading this post or watching this video:

Learn more: Content Creation: The Complete Guide for Beginners 

5. Maintain high-quality, search-focused content

We don’t just publish our content and forget about it. We actively maintain it. That means updating or rewriting our content often.

Why do we do this? A few reasons:

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  • Your post won’t always rank on the first try.
  • Your post may decline in rankings.
  • For some keywords, search intent may change.
  • Information in your content can get outdated and, thus, affect quality.
  • The SERPs are not static, and people can one-up you. You’ll have to find out why they outrank you and beat them again. 

For example, we updated our post on free SEO tools recently. Look at how much the traffic spiked after we refreshed it:

The spike in traffic after republishing our post on free SEO tools, via Ahrefs' Site Explorer

How do we identify which content needs updating? Every quarter, each writer on the Ahrefs content team goes through their own content and identifies two types of posts:

  • Posts that need updating.
  • Posts that need to be rewritten.

Each writer then jumps on a call with Joshua Hardwick, our head of content, to discuss how these pieces of content can be improved. When the general direction is agreed upon, each writer goes back and rewrites their content. 

While this is our current process, you don’t have to do it like us. In fact, if you’re a WordPress user, the easiest way to see which content needs updating is to install our free WordPress SEO plugin. Set a target keyword for each page, and it’ll tell you if rankings start to decline.

You can then investigate and see if it’s because the content needs refreshing. 

Results from a content audit, via Ahrefs' WordPress SEO plugin

Learn more: Republishing Content: How to Update Old Blog Posts for SEO 

Final thoughts

Our SEO content strategy is not complex. In fact, I think this simplicity is deliberate. It makes it easy to follow consistently, which may help explain our success with it. 

Any questions or comments? Let me know on Twitter.



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Top Priorities, Challenges, And Opportunities

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Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded

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E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

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So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

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“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

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For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

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E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

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So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

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Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

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SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

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Google Announces A New Carousel Rich Result

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Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the Schema.org hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.

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Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

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  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "https://www.example.com/event-location1" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "https://www.example.com/localbusiness-location" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "https://www.example.com/event-location2" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.

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The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.

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Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

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